Published by Sue Johns-Chapman
Published Date 21.07.2025 
Artificial intelligence (AI) is changing how businesses approach social media, and we started our journey with it two years ago.
Naturally Social has been shortlisted for the UK Social Media Awards based on their efforts in AI in social media, and this recognition reflects our commitment to innovation, creativity and transparency when adopting these technologies. By being upfront with their clients and showing them the positive impact of AI, they’ve taken a bold stance that benefits everyone involved.
Here is what Naturally Social has to say.
After 12 months of experimenting, testing, training and policy writing, we began using AI in our day to day creative work for writing, planning and design. When we were approached by Wiltshire Police in the autumn of 2024 to work on a hard hitting campaign that needed a quick turn around without a huge budget, we proposed utilizing AI to deliver it. They agreed, and 1+ million views later here we are…
Below, you’ll find how we work with AI in social media, why honesty matters, and practical advice if you’re considering bringing AI into your own strategy. The goal: help you build trust, spark new ideas, and make your social media efforts both effective and enjoyable.
Why Honesty Matters When Using AI
Social media is built on genuine connection. Some worry that AI might create distance from the real people behind the posts, but we see AI as a helpful assistant – never a substitute for creativity and human judgment. From day one, we’ve let clients know exactly how AI supports our work, from streamlining schedules to improving analysis of results.
By being clear and open, we strengthen our client relationships and set the stage for future projects. This straightforward approach has been essential in achieving results and earning a place among UK Social Media Awards nominees.
How AI Is Changing Social Media
AI brings new and practical ways for brands and agencies to work smarter and reach their goals in social media. Here are key areas where AI is making a difference:
1. Personalization at Scale
AI reviews huge sets of data to identify what different groups of users like, want, and respond to, allowing brands to adapt their content strategy in real time and create content that resonates to differing personas.
2. Deeper Insights, Quickly
AI-powered tools now collect and process feedback, data, and comments at speed. This helps teams spot what’s working, make changes on the fly, and improve results.
3. Enhanced Creative Ideas
AI-assisted writing and design tools can help brainstorm post ideas, generate images, and suggest fresh directions – giving teams more ways to keep content interesting.
4. Automation of Repetitive Tasks
AI takes care of routine jobs like scheduling, responding to common questions, and curating trending topics. Human teams get to focus more on higher-level planning and storytelling.
5. Spotting Trends Early
With AI, businesses can notice patterns and shifts in online behaviour before they become widespread, so campaigns stay timely and relevant.
Practical Tips for Using AI in Social Media
After plenty of learning and testing, we’ve collected a handful of tips for others looking to bring AI into their workflow:
1. Start with Clear Objectives
Before picking up any AI tool, know what you want to accomplish. Whether it’s more engagement, less time spent on manual work, or campaigns that connect better with your audience, having clear objectives will guide your decisions.
2. Select Tools That Fit Your Team
There’s no shortage of AI features and apps out there. Choose those that meet your team’s needs – like Claude for writing, or Canva’s AI tools for design support.
3. Teach Your Team
Help everyone understand how AI works and how they can use it. Host short training sessions or encourage exploration so your staff can use these new tools with confidence.
4. Keep Human Insight in the Loop
Even with automation, real stories, empathy, and unique ideas come from people. Blend AI’s data with your own creative approach to produce content that truly represents your brand.
5. Be Direct With Clients
Always explain when and why you use AI. Share the benefits in simple terms – like improved targeting, time saved, or better tracking. When clients understand the process, they become more invested in outcomes.
6. Track Results and Adjust
Measure how your new AI-supported strategies are doing. Many platforms offer analytics so you can see what works and what doesn’t, then tune your efforts for better success.
7. Stay Informed
AI tools can change quickly. Keep up by reading case studies, joining online events, or chatting with other marketers to exchange fresh ideas.
Our Approach to AI
The UK Social Media Awards shortlist means a lot to our team. It also reflects what happens when you choose to work differently. Sharing both the wins and the ways AI is making a genuine difference for clients, has helped us to be bold with our approach. Our advice: be honest, stay curious, and keep people involved at every step.
Winning work?
By using AI for this campaign, we were able to move from ideation to execution in just a couple of weeks, we were able to create original visual concepts through expert prompting and convert those concepts into designs fit for multiple channels. The brief was specific, and without a budget for actors, photographers, film makers and designers, AI was our answer. The content we approached was that well received, regional partners requested to use them, and they went on to be used in OOH campaigns across the county.
Whether we win or not, we’re excited to be back at the UK Social Media Awards and look forward to seeing the other finalists in October.
